Un-Creative Malaysia

Many of us in the Malaysian advertising industry always lament about the lack of creative license afforded to us by clients – including me, occasionally.

Compared to our regional counterparts in Thailand, Indonesia, India and even our ‘friends’ separated by just a waterway in Singapore; we Malaysians addies aren’t that creative to be honest.

CreativeSkull

I am not trying to blame anyone here. Whether clients give us the creative freedom or not should not be used as an excuse. It is how creatively we work within the constraints that matter.

But let’s look at it this way. Creativity is subjective; and is not the kind of waters you want to thread, especially when millions in media budget is at stake.

And the biggest question is this – even if audiences get an idea that is creative, do they remember the product?

I have friends who sometimes comment on ads they’ve seen. They will rave about how creative it was, and when asked about the product that the ad was supposed to sell, go totally blank.

So it is quite understandable when Malaysian clients take a more direct route in communicating to their target market. If a mind-blowing creative campaign doesn’t ring in the sales or even improve brand awareness; then what’s the point?

As a copywriter, I always believed creativity in advertising is a balancing act. A campaign must be equally memorable and be able to compel action at the same time.

Finding that equilibrium is where the magic of advertising happens.

We Are Humans

As a copywriter, I always thought I was a Jaguh Kampung, loosely translated from Malay to mean ‘Village Champion’.

It is a term normally used in sports, referring to the inability of Malaysian sportsmen and women to compete in an international level, even though they are champions locally; hence Jaguh Kampung.

Well we are waiting for our first Olympic gold medal aren’t we? I wish they would just introduce squash in the next Olympics so we can really kick some ass.

World View
The global village, and we are all champions

Since I became a copywriter about 13 years ago, I have only written for the local markets. Maybe there is an exception of a couple of odd jobs here and there, but nothing too serious to dent my Village Champion reputation.

But copywriting is like that. You need to be in-tune with the local markets; constantly observing trends, gathering native knowledge and be able to communicate to the masses in a simple, localized manner.

Writing in a foreign market changes the rules for a village champion like me. Though the fundamentals remain the same, local insight is critical to help ensure a message is effectively delivered and understood.

Or so I thought.

When I was in South Korea recently on a job, I had absolutely no knowledge of the local markets. What motivates the Koreans? What compels them? What are their taboos? And how the hell was I going to translate my local Malaysian knowledge in a country where even English is hardly spoken?

Then I realized something. Even if I was tasked to communicate and appeal to Koreans, they are after all, humans. While I looked very different (bordering on exotic), I realized that Koreans are motivated, inspired, awed and surprised by the same things.

All it took was to keep things clear and simple; with a little bit of reward thrown in to compel action. Yes, translating everything into Korean also helped, but we translate pretty much everything into Chinese and Malay here as well.

So it doesn’t really matter where you’re from; all it takes is a little bit of human insight.

Copywriter Abroad

As someone who’s been a freelance copywriter for the past year; this last 2 weeks or so has been absolute chaos.

I had to go from what-to-do-now? to what-the-freak? in a matter of days. But my time in Yeosu, Korea, for the World Expo 2012 so far has been eye-opening.

Malaysia Pavilion
An-nyeong-ha-se-yo... welcome to the Malaysia Pavilion

There are representatives from 110 countries at the Expo site promoting their nations. Each country has its own hall – also known as a Pavilion – for visitors to explore.

The crowds are massive. Some days, up to 100,000 people visit the expo. The Malaysia Pavilion alone has received up to 40,000 visitors in a day, from 9am to 9pm. It’s a sea of people everywhere you look; with performances, showcases and parades happening around every corner.

The Malaysia Pavilion – where I’m tasked with Publicity & Promotions – is actually one of the best pavilions around. Yes, I actually mean it. This is not a publicity post, it’s just the honest truth.

Dome
180-degree undersea dome projection in the Malaysia Pavilion... it rocks!

As Malaysians, we are often very quick to dismiss anything Malaysian. We tend to disregard our own capabilities and rave about what the Mat Sallehs are doing. But truth be told, we Malaysians are quite good at what we do; I suppose it’s just a matter of commitment.

Hmmm… I’m feeling patriotic all of the sudden, maybe because it is the month of Merdeka or maybe I just miss home.

But either way, I’m proud to represent Malaysia here. 2 more weeks to go… and more pictures to follow soon, when I find the time.

Why I Turn Down Jobs

Most freelancers will shudder at this thought, especially newly-minted freelance copywriters like myself. But it is a necessary evil for the greater good.

But let me make this clear – I don’t like turning down jobs.

Tick tock clock
If I spend all the time writing; who's gonna do the thinking?

Not just because of the lost income, but I also feel rather guilty. Opportunities don’t come easy these days because honestly, times aren’t great.  I often feel like I have let myself down. Maybe I should work doubly hard and cram every job I can get into my schedule.

Yes, in the Malaysia Boleh spirit, maybe I should do just that.

But then again, there is only so much I can do before the quality of my work starts to suffer. While pitching for new business and engaging new opportunities are critical for survival; I do not want to let down my existing clients either.

I have written something call the ‘Mamak Stall Syndrome’ a while back. It was about how local food stall operators often forget about you as soon as you take a seat, because they’re busy pulling in more customers.

The thing is I already have a few good clients sitting in my shop. And for me, keeping them happy is as equally important as finding new clients.

Go Online, or Go Under

More than 12 million Facebook users. National broadband penetration is over 80%. Almost 17 million total internet users. And how much are Malaysian businesses spending on online advertising?

A measly 1% of their total advertising budget.

A report released recently by Google and McKinsey & Co shows that Malaysian businesses hardly see internet advertising viable. In fact, Malaysia is placed at the bottom 10% of the 57 countries surveyed.

Cars on Key
You can reap unexpected rewards advertising online... kacching!

Look, I’m no advertising genius. But doesn’t this seem like a severe case of head-in-the-sand ignorance?

Just 10% of Malaysia’s Facebook population is still more than the total daily readership of The Star, which is at about 1.06 million.

But that’s not all. We Malaysians spend more time on the internet than on watching television or listening to the radio combined.

If you ask me, I think we spend more time online than even talking to our spouse, family and friends combined.

If anyone out there thinks online advertising is crap – it can be annoying if improperly executed though – here are 5 good reasons why you should take your next campaign online:

  1. Costs a fraction of TV, Print or even Radio ads
  2. You can measure results and effectiveness almost immediately
  3. Internet allows for almost pin-point targeting, bases on niche interests
  4. Those in their 20s and 30s are active internet users; a consumer goldmine!
  5. Almost 40% of purchase decisions are made on the net; making online presence critical

In times of dwindling marketing budgets and an ever-evolving consumer landscape, please feel free to double or even triple your online marketing efforts this year.

If you still want to spend RM40,000 or upwards on a one-time-only print ad (I’ve got some tips for that too) instead of a highly-targeted, response-oriented online campaign; then go right ahead.

So We’re Bashing Up Customers Now?

If you can’t serve your customers, bash them up. A method practiced by a certain KFC employee; allegedly of course.

But you can’t refute the video evidence. Even if he was provoked, this is still no reason for an employee of a global fast food chain to get all Bruce Lee with anyone; let alone a customer.

But strangely, I wasn’t all too surprised.

That’s because I’ve been noticing the lowering standards of customer service in Malaysia for many years now. I’ve also written about my own experiences and the possible reasons behind such dismal customer service.

The KFC tagline these days is “So Good”. I guess they are not only referring to the chicken (again, allegedly), but also to the whacking that one would get from disgruntled employees.

But that’s the problem isn’t it. The brand spends millions to say something and the employees – who are probably working long, unforgiving hours for pittance – say another. There is hardly any synergy between what you see and what you get from Malaysian businesses these days.

KFC is Smackin Good
He was, after all, a Colonel... don't be charmed by that smile!

And the worst part, no one is bothered.

Like the many customer service mishaps of the past, this video will be forgotten and conveniently dismissed as a one-time-only incident beyond the company’s control.

But I would really like to see is Ronald McDonald kick someone’s ass though… that would be awesomely funny!

New Year, Same Old…

(as the saying goes) …Shit.

So, after all the partying, hangovers, reminiscing and resolutions; we are greeted by the daily grind.

In advertising, that means more last minute rush jobs, late nights, over-the-weekend special bonuses and new business pitches. No one said it was going to be easy, but I think we addies somehow enjoy the pain.

Here’s to another year of adver-chaos, no matter where you are. But for us in Boleh-land, don’t worry, CNY is just round the corner. You just got to love Malaysia sometimes!

Possibly what you can expect all over again this year, thanks to Advergirl:

It starts
Suddenly, on a late Friday afternoon..
Panic
But, but... it's the weekend?
Peoples
All hands, heads, legs on deck!
Who's paying the pizza guy?
And they really believed that shit?
And they actually bought it; really?

Wasted effort, or strong initiative?

Whoa… What a Year!

This was the year that I took the biggest risk of my entire life – quitting my job. And dare I say it’s the best decision I’ve ever made?

The answer to that question a little bit later.

In the past 6 months, I’ve gone from determined to take on the world to the depths of self doubt. Becoming a self-employed copywriter after 13 years in the rat race was awesomely liberating yet most unsettling.

Copywriter Search Google
Am I really Top 4 for the keyword 'Copywriter'? Google sure knows how to flatter sometimes...

If just one year ago, someone told me I will go the final half of 2011 without a monthly paycheck, I’d probably ask him to go easy on the bubbly.

But it’s strange how the dots connect. How lady luck finally gives you a peek. How you’re inspired to do the unthinkable. How you realise all the things you missed in life. How you can actually enjoy a Monday morning. And how fast you forget about that monthly paycheck.

Yes, I am aware that it’s only been 6 short months. But I have to admit that it has not been bad. In fact, the world has been kind to me. Kinda eerie if you think about it actually.

So I think a huge thank you is in order. To my clients, colleagues, friends, family and readers of my ramblings – thank you for making my 2011 an eventful and unforgettable year.

I’ll leave you guys with this year’s Google Zeitgeist’s Year-in-Review video:

Oh yes, the answer to the question. To be honest, I have absolutely no idea. Just know this, in case the world does come to an end in 2012, I’ll go with no regrets.

Happy New Year guys… cheers!

10 Reasons Why I Hate Astro

When just one company controls a particular market segment, it’s called a Monopoly. And nothing says monopoly better in Malaysia than cable TV operators Astro.

As a consumer and an ad-man, I like competition.

When companies compete, consumers win. Usually with cheaper prices and better value; think about the hypermarkets and how they slash prices like crazy to pull-in customers.

And we freelance copywriters, art directors and designers get more work to do when companies compete; because they then have to run aggressive promotional activities that require our services.

Asstro
Don't be an ass, Astro!

Of course with Astro, there’s no such thing. Their only competition is free-to-air TV, which might as well not exist.

I’ve been a bill-paying customer of Astro for close to 10 years, so I think I have earned the right to speak my mind. Hence the reasons why I hate Astro:

  1. I now pay double in fees for the same package I have subscribed since day one. Remember, more channels does not mean more value; I can only watch one channel at a time.
  2. Astro always cite the rising costs of programming globally when increasing their prices. Why not pass on these costs to advertisers rather than us consumers?
  3. Sometimes it feels like I am paying to watch ads. There are way too many ads for a subscription-based service.
  4. The programming is much left to be desired. Repeats after repeats of old programmes. If you’re a fan of Jamie Oliver, you know what I’m talking about.
  5. Absurd packaging of channels. Only one or two decent channels in a package. The rest is garbage. Why not let us choose the channels we want, individually?
  6. Rain, solar interruption and sometimes even when it’s just very cloudy; you get the very familiar “services currently not available” message.
  7. Even the 45-mins of watching a live football match is littered with on-screen running tickers, cross-promos and ads. My 32-inch TV is often reduced to a 21-inch!
  8. The Box Office packages are a rip-off. They often show old, B-grade movies on regular movie channels and charge a premium for decent movies.
  9. I’d probably have more luck getting an appointment with the prime minister than getting hold of someone on the other end of their customer service hotline.
  10. They say Tutor TV helps school children learn better; but in actual fact they are just turning kids into TV addicts.

Ahhhhh… it’s nice to get stuff off your chest. Now where’s the damn remote!

Top Half!

My first post on this blog was on the 3rd of January 2010. I didn’t really have an objective for starting this blog, except to vent my frustrations and have somewhat an online presence.

Along the way I renewed my primary objective; which was to move up the Google page results ranking.After much trial and error, hits and misses, and 562 days; here’s where I am…

Yup, I made it to the Top Half (or position 5) for the keywords “Copywriter + Malaysia”. I did make Page 1 some time ago; but breaking the Top Half proved a challenge. It does feel good now that I’m here.

But we all know Google rankings are unstable; which was why I wanted to capture the moment before I get sent back down to reality.

Hmmm… maybe it’s time to renew my objective once again. Top spot perhaps? Watch out Tim Yang… I’m coming for you!

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